The Study Of Marketing Channel Strategy Of Chongqing Iron And Steel Co. Ltd.

Since China joined WTO, more and more tycoons of iron&steel in the world landed in China, the internationalization of national competition in this field becomes obvious day by day, and market channels are important parts of enterprise competition, so, the enterprise are facing greater stress of competition and subsistence. Nevertheless, the variation of the distribution channels will bring about the superiority in the competition, it will also become an important way of decreasing the cost and increasing the profit. So it is of great significance to quicken the building and perfecting of the distribution channels for the iron & steel enterprises.Meanwhile, since the economic innovation, market channel has turned from assignment to market. Although not as other industry whose market channel is so colorful, the market channel of steel enterprise has been experiencing a dramatic change in construct performance and management, especially in recent years. According to the environment's variety, how to choose the best construct, the most efficient management and stable development for market channel, it is become a widespread question and need be solved as fast as people's ability.The thesis begins with the marketing situation of the distribution channels of Chongqing Iron & Steel CO., LTD., puts stress upon the analyzing of the economic environment which will influence the formation of the channels, the economic characteristic of iron & steel trade ,and the competition situation and the product factors. And then analyzed the present state and difficulties of the distribution channels of Chongqing Iron & Steel CO., LTD with Michael Porter's Five Forces Model and SWOT model. from the aspects of the arrangement of the distribution and the combination of the channels consulting the channels policy of other Steel Company. And with the problems mentioned above, The thesis puts emphasis on the viewpoint that the designing of the channel of CISC. should stress whole vigor, and arranging channels alternatively, so that we can utilize the superiority of each channel, assign duties reasonably, and decrease the cost of the channels and improve the efficiency of the channels; the designing of the channels policy should be realized by arranging resources reasonably and solving the problem of the allocation of risks;and the principle and method of resolving the channel conficts by choosing distributors, The localization of staff,encourage the system members, assessing channel members periodically, strengthening communication between channel members, A way can be found to avoid or solve the channel confict efficiently. Finally The thesis introduces the developing direction of distribution channel of CISC, to increase the income of the enterprise by improving the Customer Relation Management, adapting to the competitive environment and improving the stability of the channel. and to decrease the cost and improve efficiency of distribution by taking advantage of e-commerce. The problems mentioned in this paper are universal in this trade and I whish it will be of conference value for the construction of the channels in iron&steel industry.